Suedtirole case

Building strong regional
brands: South Tyrol
Lofoten, June 1st 2010
presented by Angela Knewitz, Brand Innovation Director

MetaDesign Visible Strategies

© MetaDesign 2010 page 1

About place branding
Opportunities and challenges


Introduction to place branding

Place branding has been
around since ages, in
order to provide …



Identiﬁcation



Diﬀerentiation



Orientation


Tourism
Since the beginning of the 20th century, regions are heavily
competing for visitors.


Tourism
And they still do.


Global markets
Regional specialties are popular. With strong branding they
can prevail in the face of tough competition from huge
multinationals and their mass-produced industrial goods.


Political involvement
Politics play a key role in terms of structures, opportunities
and risks. Different people and organizations are responsible
for tourism, foreign investment and export marketing.


Mind the cliché
The image of a country is often a caricature of reality –
the diversity is missing! Consider brand drivers that are
signiﬁcantly more complex than those for companies.


Your stakeholders
Internal communication is mission critical due to the
emotional impact and need for support!


The future is here!
In many regions, the young generation has lost the
connection and sees no future if they stay. They move
abroad to study and might not come back afterwards.


Competition
More and more countries and regions are competing
intensely for tourists, investors and buyers of their products.


Tourism Products (export)
Landscape, climate, places of interest, Typical products and companies from
infrastructure etc. the region etc.

People Government/politics
Character/values, Political system, laws (e.g. taxation),
famous personalities etc. government approach etc.

Region

Culture Regional factors
Cultural heritage, present-day offerings Infrastructure as seen by companies and
(film, music, art and literature) residents

Complexity
Innumerous factors influence the strategy and the success of
a place branding project.


A trip to South Tyrol
About creating a sucessful umbrella brand


Initial situation

South Tyrol anticipated
growing competition and
price pressure – despite
an unemployment rate
of 3% and continious
GDP growth – because its
structures were geared to
quality and not to bulk
production.


Initial situation

Numerous brands were
vying for attention ...


Initial situation

... without unique
positioning ...
Emotional

Traditional Modern

Rational

Initial situation

... and no uniﬁed
message.


Objectives

Develop an umbrella brand to …
• Establish a common, powerful visual presence
• Pool energies, exploit synergy potential and facilitate
transfer of a common image
• Meet varying requirements and EU regulations


Branding South Tyrol

Brand Strategy


The vision and its aspects
Nature is an asset – Dolomites, valleys, lakes and 300
days of sunshine a year.


Exploit contrasts – German/Italian, tradition/modernity, etc.


Taking root and taking wing – opening up to the world while preserving identity


friendly

edgy and warm-hearted Distinguishing
core values
rich in contrast
rich in tradition

credible
Core values
unhurried/enjoying life natural

self-conﬁdent dumplings & spaghetti

valuable reliable
Basic values

vigorous stable authentic


The positioning statement

South Tyrol is a symbiosis
of the Alpine and the
Mediterranean, of
spontaneity and
reliability, and of nature
and civilization.



Brand Design


Panoramic view of the Dolomites

Accentuating prominent points

Colored band

South Tyrol panorama


Corporate typeface: Südtirol


48
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Brand Implementation


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Structure and process


The working group

Politics Tourism Products

Government South Tyrol Chamber of South Tyrol Apple Consortium Sennereiverband South Tyrol
Marketing Tade and (VOG und VI.P) South Tyrol South Tyrol Wine
Association (SMG) Commerce Speck

Dr. Ulrich Stofner Dr. Christoph Engl Dr. Paul Dr. Gerhard Dr. Franz J. Alfons Hainz Luis Frötscher
Zandanel Dichgans Mitterutzner
Dr. Hansi Felder Dr. Stephan Dr. Annemarie
Gander Josef Wielander Kaser
Dr. Jörg C. Rainer
Dr. Monika Mayr


Milestones in brand development

4th Quarter, 2003 1st Quarter, 2004 2nd Quarter, 2004 3rd Quarter, 2004 4th Quarter, 2004 2005
Sept Oct Nov Dec Jan Feb Mar April May June July Aug Sept Oct Nov Dec Jan
Kick-Oﬀ

Workshops Brand identity, -architecture and positioning

13. November 2004
Entscheidung Marken-Strategie

Moodboard/Logo development 30. Januar 2004
1. Logo-Präsentation
Development of two
design directions

5. März 2004
Entscheidung Logo-/Design-Ansatz
Development Basic Design
elements

April/Mai
Sektoren-Präsentationen und
Markentag auf Schloss Tirol
Finalisation
Basic Design Elements,
Development of Quality Seal

22. Juli
Präsentation Landeshauptmann
Government approval,
Pilot applications
30. November
Pressekonferenz
Portal/Introductory
campaign

Launch


Milestones in brand implementation

2004 01 Quartal, 2005 02 Quartal, 2005 03 Quartal, 2005 04 Quartal, 2005 01 Quartal, 2006
Dez Jan Feb März April Mai Juni Juli Aug Sept Okt Nov Dez Jan Feb März April

Continuous Consulting of the council and brand management in strategic and design aspects

21.-30. Januar 2005
erster Messeauftritt der Dachmarke
auf der Grünen Woche in Berlin

15. März 2005
Journalistenbesuch zur ITB

April 2005
Vinschger Bahn im Look&Feel
der Dachmarke

3.-4. Mai
1. Graﬁker Workshop
in Bozen
Milk industry: Strategy and Branding

September
1. Anzeige mit Qualitätszeichen
(Milch) i.d. Lebensmittelzeitung
Milch-Workshop
Fair stand: Concept, Design, Tendering Messestand-Workshop

Oktober
Finale Entscheidung für das Standkonzept
und Start der Ausschreibung

Integration of quality seal on packaging (bread, apple juice, Grappa, honey)

November
EU-Genehmigung des Qualitätszeichens

South Tyrol apple g.g.A.Brand: Brand Strategy and Design 2.-4. Februar 2006
Apfel-Workshop Präsentation Südtirol Apfel g.g.A.
auf der Fruit Logistica in Berlin


What have we achieved?

• In tourism approx. 80% of companies and nearly all
regions have implemented the new brand
• 100% of qualiﬁed companies use the new seal of approval
for agricultural products
• Today more than 2,500 companies communicate the new
brand
• In addition, more than one billion products with the South
Tyrol label are exported each year – as trade ambassadors
for South Tyrol



Lessons learned –
success factors in place
branding


A hand is stronger than ﬁve
ﬁngers

01 • Regional branding projects can achieve their
greatest potential when they are approached
holistically
• Government, businesses and society as a whole
need to join forces and create synergies
• Piecemeal solutions are not beneficial to brand
strategy


The courage to focus

02 •

•
In developing strategy, do not aim for the lowest
common denominator
Focused interaction of design and communication
is what gives a brand a clear, unmistakable profile
• The number and diversity of stakeholders and
products make this a great challenge


The power of visual
communication

03 •

•
Design is particularly important in regional
branding projects
Visual communication is what turns the common
strategy into an experience for the senses, creating
a marker that allows the many stakeholders to
appear as one
• An attractive look reaches people’s hearts – in the
market and in the region


Unity in diversity

04 •

•
Existing brand owners are often worried that they
will lose their own identities
But that is not the goal: everyone can and should
continue to tell their own story – in the context of
the big story
• The target is two-way image transfer, because the
whole is more than the sum of its parts


Don’t push – pull

05 •
•
Branding is not a democratic process
This is a tremendous challenge for regions, as there
is no central authority to take decisions – in
contrast to companies
• It is therefore important to inspire this
decentralized group of stakeholders for the
common idea


Five ﬁrst steps to brand a country or region

1. Establish a working group with opinion leaders from
politics, business, culture and media.
2. Identify the image the brand has among relevant
stakeholders at home and abroad.
3. Develop a clear and simple brand idea or story, one that
everyone understands and acknowledges.
4. Translate this idea into a strong, appealing and ﬂexible
design. And note: a brand is more than a logo!
5. Make sure that the brand is not only implemented,
but embraced and loved.


Thank you

Looking forward to
seeing you in Berlin


Suedtirole case

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